The consumer retail experience is being disrupted thanks to the growth of technology and social media. These have changed the way consumers look for product information, find reviews, and shop for their clothes, gadgets, amenities, and food, all from their phone, tablet, or laptop. It is the omnichannel era, and the consumer is driving changes across the entire retail industry. Join retail leaders at Omnichannel 2014 to learn how to better connect with the new consumer from the retailers and suppliers who are successfully doing it today.
We can point to three distinctive disruptions that are all having a major impact on how retailers and suppliers can and should connect with their customers.
1. Shoppers expect the same experience with your brand
When shoppers walk into The Gap or Best Buy, they want to see the same brand, look, and colors on Gap.com and BestBuy.com as well as on mobile sites or apps. Consumers expect a more detailed level of product information on the website than they find in the store.
This means retailers and consumers need to focus on providing as much product information as possible. They need to make content marketing efforts more about being helpful than touting specs and features. And they need to make sure they’re listening to customer feedback and testimonials and responding whenever possible.
2. Social media makes sharing of experiences easy
Thanks to smartphones and social media, everyone’s a critic, journalist, and publisher. If you go into a restaurant and have a good or bad experience with the staff or food, you can take a photo and share it and a review with your friends on Twitter and Facebook.
Nowadays, people are sharing their experiences, good or bad, about restaurants, stores, products, websites, and even government agencies and highway traffic. Many of their friends will then help spread the word by sharing those messages. So if something bad happens at your store or with your product, you’d better count on it appearing on social media.
The moral is: Customer service and quality need to be top-notch. That may only earn you a few kudos on social media, but a failure to provide those will absolutely be called out and magnified.
3. Shoppers can use mobile devices to check availability and pricing
Apps like Barcode Scanner, RedLaser, and Shop Savvy enable people to use their smartphone to scan a product barcodes, QR codes, or other systems to check the price and local availability of a particular product. Bookstore visitors can even use Amazon’s smartphone app to scan a book and order it via the website (with free shipping for those with Amazon Prime). This practice is known as “showrooming,” and some stores are embracing it while others fear it.
Some stores are using proprietary barcodes that standard devices can’t scan. As a result, many retailers are missing out on further opportunities to use this functionality as a way to improve shoppers’ experience, to give them something they can’t get at their competitors.
Stores like Burberry and Sephora are providing upscale and personalized shopping experiences. Lowe’s holds educational sessions both for adults and kids. They’re providing a valuable service or experience the other stores can’t. As a result, they don’t worry about showrooming.
New technology has changed shoppers’ expectations for the things they buy. Retailers who want to survive these disruptions need to embrace and use this new technology, rather than run from it and wait for it to go away. It’s not going anywhere, and it’s only going to get bigger.